How to write an influencer brief

A good brief guides, it does not script. Give the campaign goal, two or three key messages, the non-negotiables like disclosure and claims to avoid, and a short hard-no list. Then leave the creative to the creator, that is what you are paying for. Brands that over-script kill the authenticity that made the creator worth hiring. Keep it to one page so it actually gets read and followed.

A brief guides, not scripts

Direction plus freedom. Over-scripting kills the authenticity you paid for.

Lead with the goal

Tell creators what success looks like so they can solve for it their own way.

Set must-dos and hard nos

Key messages, disclosure, banned claims. Clear guardrails, then creative freedom.

Keep it one page

A tight one-pager gets read and followed. A ten-page brief gets skimmed.